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For the past four years, the DPDgroup e-shopper barometer report has revealed the trends and behaviours of Europeans who buy online. It is the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted.

Our Key Facts & Figures

E-shoppers expect e-commerce to be environmentally responsible

Parcel shops rank as e-shoppers’ second preferred delivery location

Rapid delivery with multiple options can influence the decision to buy

E-shoppers actively look cross-border for good deals online

E-shoppers use social media to research and review products

Covid-19 & e-commerce

DPDgroup’s Market Research Director Carmen Cureu explains how e-commerce has been impacted by the Covid-19 pandemic.

Our 2019 e-shopper barometer highlighted already in 2019 major trends that were only accelerated by the Covid-19 crisis: the convenience as a major driver of e-commerce and expectations for ecology.

The pandemic also generated new trends in terms of e-commerce, such as a new e-shopper profile, niche categories becoming more commonplace (like food) and social selling.

Covid-19 & e-commerce

DPDgroup’s Market Research Director Carmen Cureu explains how e-commerce has been impacted by the Covid-19 pandemic.

Our 2019 e-shopper barometer highlighted already in 2019 major trends that were only accelerated by the Covid-19 crisis: the convenience as a major driver of e-commerce and expectations for ecology.

The pandemic also generated new trends in terms of e-commerce, such as a new e-shopper profile, niche categories becoming more commonplace (like food) and social selling.

 

This comprehensive study focuses on a series of indicators including online purchasing frequency, barriers to online purchase, website loyalty, cross-border purchasing and shopping attitudes.

As the previous years, it reveals the behaviours of Europeans who purchase online, and provides an outlook on future trends and on the prospects of the e-commerce industry.

Regular e-shoppers remain significant, representing 45% of online e-shoppers in Europe and being responsible for 85% of online market volume.

Beyond this vast category of online purchasers, the study results helped identify 3 emerging e-shopper profiles:

Based on this consolidated study, DPDgroup has developed a comparison tool allowing to establish a global picture of the e-shoppers habits in Europe. Though common ground can be found in e-shoppers’ attitudes and behaviour, it is interesting to notice that each country has its specificities.

Our comparison tool gives you deep insight into e-shoppers’ habits and preferences in Europe, country by country.

The aficionado e-shopper

Digitally savvy and adept at cross-border buying, these e-shoppers spend a lot of time shopping online and are looking for a tailored delivery experience. They make 34% of all online purchases and 39% of them have signed up for a loyalty scheme.

62% say “I can shop for nearly 100% of the products/services I need online”

The epicurean e-shopper

For epicurean e-shoppers, convenience is key. They appreciate time- and money-saving benefits that online shopping provides, and are selective in their purchasing choices. 77% of them consider that knowing the delivery company is important in the purchasing decision.

57% believe “I'm ready to pay a price premium for services that make my life easier”

The eco-selective e-shopper

While green awareness is on the rise among the general population, e-shoppers require companies to adopt more and more sustainable practices. 58% are concerned about the impact of e-commerce on society.

87%  think “Brands and companies have to be environmentally responsible”

The three new major segments of e-shoppers reveal that the e-commerce landscape has continually evolved and that improving the e-shopper’s online experience can be a huge opportunity for e-retailers to develop and drive their brands.

Read our brochure to have a more accurate understanding of the different profiles of e-shoppers, as well as their tastes and ways of consuming. 

Key Take-aways

DPDgroup’s study enabled to make the following observations and findings:

E-shoppers expect e-commerce to be environmentally responsible

As climate change gains greater importance, a minority of buyers actively choose online purchases with a low environmental impact, while a greater number of e-shoppers expect responsible actions on the part of brands and companies.

Parcel shops now rank on average as the second preferred delivery location in Europe after home

As e-buyers look for greater ease and convenience in the e-shopping process, they are choosing parcel shops more often for delivery based on their location.

E-shoppers want rapid delivery with multiple options

A smooth online experience coupled with the ability to tailor fast delivery can influence the choice to purchase; longer delivery periods may be a barrier and cause for cart abandonment.

E-shoppers actively look cross-border for good deals online, as long as no extra fees apply

Bargains and good deals take priority over all other criteria. This is indicative for the eco-selective e-shoppers who purchase outside of Europe despite the ecological consequences of doing so.

E-shoppers are developing a rich online life beyond the click-to-purchase moment

Active on the web, today’s e-buyers use social media to research products prior to buying and share post-purchase experience for others. These connected habits will influence tomorrow’s e-commerce landscape.

Find out more about e-shoppers' habits in Europe

Discover our e-shopper barometer brochure 2019

Download now

See our 2019 e-shopper barometer press release.

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